Director of US Marketing (Irving, TX)

Director Of Us Marketing

Globally recognized for exceptional product performance and versatility, Fotona develops award-winning aesthetic, medical, and dental lasers. With over 50 years of laser expertise and industry leadership, Fotona has sold over 30,000 lasers worldwide with distribution in over 60 countries. Fotona's reputation for excellence is earned from its dedication to R&D, unparalleled quality, reliability, ease of use, and durability.

Fotona is seeking a dynamic Director of US Marketing to drive the adoption and growth of our dental, aesthetics, and gynecology portfolio in the US market. This role offers a rare opportunity to not only steward an established global brand but to elevate it into a growth engine within one of our most important regions.

This role is responsible for leading the strategic development and execution of marketing plans and initiatives that drive brand awareness, lead generation, customer engagement, and revenue growth. This role will oversee all aspects of local brand and portfolio management, innovation commercialization, integrated marketing campaigns, and communications. The ideal candidate is a strategic, action-oriented leader who pairs big-picture thinking with a roll-up-your-sleeves mentality, driving results while getting the best out of the team and resources.

Key Responsibilities :

• Drive demand : Lead the development and execution of downstream marketing plans that fuel demand and adoption of the Fotona portfolio across dental, aesthetics, and gynecology.
• Launch and campaign leadership : Define and implement US go-to-market and launch strategies, ensuring messaging resonates with priority segments. Build and manage a robust marketing calendar with high-impact, brand-consistent campaigns.
• Successfully deliver innovation to the market : Collaborate closely with Upstream Product Marketing (Product Line Management), Global Marketing, and Sales to translate product roadmaps and align resources into compelling product launch strategies and GTM planning. Develop support communication / advertising plans and track and review performance KPIs.
• Create and report on effective KPIs, recommending changes if targets are not being met.
• Collaborate globally, win locally : Partner with cross-functional teams to adapt global strategy to the US market, shaping segmentation, targeting, positioning, messaging, and promotions for maximum impact.
• Performance-driven marketing : Set and manage the US marketing budget. Track ROI, measure campaign effectiveness, and use data-driven insights to continuously optimize performance.
• Team leadership : Inspire and lead a team of marketing and event professionals, fostering a culture of accountability, creativity, and growth.
• Brand advocacy : Serve as a brand ambassador internally and externally, ensuring cohesive brand execution across all touchpoints and customer experiences.
• Analyze market trends, the competitive landscape, and customer segments to drive strategic decision-making, capture market opportunity, and devise a strategic go-to-market (GTM) approach.
• Recommend appropriate participation / prioritization strategy, messaging, and marketing support for : Key opinion leader (KOL) engagement and utilization, courses & webinars, trade shows & conferences, publications, and other events.
• Business analysis : Monitor business performance trends, reporting findings and recommendations to senior leadership.

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